第1页共26页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第1页共26页AAAAAmericaAssociationofAdvertising美国／广告代理商协会advertising广告、广告活动advocacyadvertising倡导型广告AccountExecutive客户主管Accountplanning客户策划AccountServices客户部Advertise广告主AdvertisingDepartment企业广告部agency广告代理商ArtDirector美术指导AssistantPartner董事助理bid[bid]广告竞标business-to-businessadvertising(B2Badvertising)B2B广告brandimage品牌映象capitalism资本本主义，资本运营commercialadvertising商业广告communicationprocess传播过程comparativeadvertising比较广告consumeradvertising消费品广告consumerism消费模式customer顾客ChiefExecutiveOfficer(CEO)首席执行长官ChiefFinancialOfficer(CFO)首席财务官client客户Copywriter广告撰告人CreativeDepartment创作部CreativeDirector创意总监deceptiveadvertising虚假广告department部门design设汁稿data数据director主管end-user最终用户、实际使用者industrialadvertising工业广告institutionaladvertising社团机构广告ManagementSupervisor管理监督Marketshare市场占有率第2页共26页第1页共26页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第2页共26页Marketing营销MediaDepartment媒介部mediaplanning媒体策划media媒介nationaladvertising全国性广告noncommercialadvertising非商业广告pitch提案professionaladvertising业服务型广告publicserviceadvertising(PSA)公益广告puffery吹捧式的广告qualitative定性的quantitative定量的ResearchDepartment调查部retailadvertising零售商广告Sisteragency同属同-集团的广告公司supplier制作公司TrafficDepartment流程协调部Brainstorming头脑风暴法Campaign广告攻势Commercial影视广告片coupon赠券、折价券logo品牌标识magazine杂志mediabudge媒体预算mediamix媒体组合medium媒体(指某个媒体)metropolitan大都会的outdoor户外媒体promotion推广用品publicrelations(PR．)公共关系radio广播媒体SituationAnalysis背景分析Slogan广告口号Televisionprogram电视节目Website[websait]主页，网站Drive-time交通高峰时间Sobig做大Numbers数据第3页共26页第2页共26页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第3页共26页Yeah是的(对啦)Apriori先验估汁(演绎法)Aposteriori实测值(归纳法)Code编号debranding品牌屏蔽测试depthInterview深度访谈deskresearch案头调研dichotomousquestion两分问题double-barreledquestion两难问题double-blind双盲测试(指实验组和对照组)fatiguebias疲劳偏差fieldwork现场调查focusgroup焦点小组interview访谈marketresearch市场调查mysteryshopping以购物为掩护的调查observation观察panel重复凋查样本群participant参与者population总人口，总体sample抽样误差skew歪曲survey调查tabulation统计制表boildownto归结为hard-and-fast明确易懂prettymuch大致上analysis分析communityrelation社区关系competitor竞争者、对于contentintegration软性广告costeffective广告成本效益creative创意governmentrelations政府关系grassrootsmarketing贴身式营销industry行业integratedmarketingcommunication整合营销传播litigation起沂，诉讼markets市场组合mediaservice媒介代理merger企业合并第4页共26页第3页共26页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第4页共26页onlineadvertising在线广告point-of-purchase（pop）焦点广告position定位print平面广告媒体publics公众群体strategicphilanthropy策略性公益事业strategy策略、策划targetaudience目标受众webdesign网站设计digital数字化co-marketing联袂营销conference会议consulting咨询corporateidentity企业识别culture-specific文化(民族)特性demographicmarketing人口统汁特征营销directmail(DM)直邮广告directmarketing直销eventplanning活动策划exhibitionstand展台integratedbranding整合品...
